Eco-marketing Review of Literature

Why are the articles relevant to Marketing Management?

What did you appreciate most about these articles?

  Ecological marketing refers to a marketing strategy to highlight products and processing methods that increase environmental performance, help ecological causes, or solve environmental problems. This form of marketing helps companies make decisions relating to the entire process of the company’s products, such as methods of processing, packaging, and supplying the products to its consumers. As climate change and environmental issues become a more prevailing social and political issue, it is important to understand how being ecologically friendly in today’s marketing world will increase customer interest in the product or goods being sold.

  The first article I found on that spoke about green marketing is “Research on Ecological Marketing Strategy of Modern Enterprises”, which delves into topics related to eco-marketing as a new marketing concept for sustainable development for modern enterprises. This article covers uses an MI company and performs a case study on the company and how it successfully uses green marketing to be successful as a modern enterprise that is under the pressure of high-intensity competition.

This article first goes into analyzing the ecological marketing environment through its political, technological, economic and social aspects that are related to the issues of green marketing. The article stresses the importance of focusing on the development of e-commerce, modern logistics, marketing, and after-sales services and other businesses, making the production service industry more proficient, and enabling enterprises to be more competitive in the context of globalization. Modern enterprises should adapt to this revolution, transform service consumption, adjust marketing strategies, and provide customers with more thoughtful and humanized services, to please the consumer and allow the company to understand the wants and needs of the consumer through eco-marketing strategies.

Modern enterprises must reposition existing marketing models to adapt to this new situation and develop an ecological marketing strategy for the business ecosystem to help companies enhance their competitiveness and seize their part of the market share. They introduce their case study on the MI company, a company specializing in intelligent home and hardware-software, this company is a prime example of how a company can leverage eco-marketing strategies into their business platform to get new customers and keep old customers while minimizing their impact on the environment through their integrated products. The company formulates objectives of an eco-marketing strategy, the company had overall development goals, decomposition goals, long-term development goals, short-term development goals, and these constitute an all-inclusive target system. The MI Company’s ecological marketing strategy is derived through the analysis of its development process and marketing methods. The research team then concluded after comprehensive analysis, methods with which modern enterprises can realize ecological marketing strategies, which had certain effects and practical significance for modern enterprises to obtain their interests and establish an interdependent ecological marketing system.

This article is relevant to marketing management because it takes a company that was extremely successful at pleasing its consumer base through high consumer interaction and the ability to adapt to the changing market by utilizing ecological marketing strategies to become a billion-dollar company within a couple of years. While reading this article I appreciated the research aspect of the paper, I chose this article because it is not a typical marketing paper, it goes into researching a company and provided statistical evidence and planning that this company used to be able to succeed.

  The second article I found was titled “Eco-labels: A Tool for Green Marketing or Just a Blind Mirror for Consumers.” I chose this article because the author took around fifty articles and compiled them into one large research paper on how eco-marketing can improve a company’s marketing strategies. The article describes Eco-label as a tool for communication of information, in the current business environment, consumers prefer green products and services and they want businesses focus more on environmental issues.

This article emphasizes the importance of displaying the company’s eco-friendly products to be able to connect with the consumer and allow them to feel much better and connected to a cause when the purchase a product with eco-labeling. Being able to disseminate knowledge to consumers through eco-labels plays a very significant role in the eco-labeling concept as it helps consumers in deciphering the purpose of the green/eco product. From a marketing perspective, eco-labeling of products allows a company to connect to its customers, the right information and knowledge both are essential criteria for building the trust among the consumers. Conveying information through eco-labels is significantly related to building the trust of the consumers as well as knowledge of the consumer is significantly associated with building trust. The goal of eco-labels is to provide specific information related to the product so that buyer can make green purchase decisions. The determination of the study was to place emphasis on the success of the eco-labels, as one of the meaningful tools in the green marketing practices.

 This article is relevant to marketing management and eco-marketing in general because it really dives into multiple studies about the usefulness of ecological marketing or green marketing for companies trying to be successful in the age of climate change and ecologically conscience consumers. While reading this article I really appreciated the tools the researchers created in order to help the readers understand the importance of eco-marketing in today’s marketing management climate.


  1. Sharma, N. K., & Kushwaha, G. S. (2019). Eco-labels: A Tool for Green Marketing or Just a Blind Mirror for Consumers. Electronic Green Journal, 1(42), 56–77. Retrieved from
  2. Zheng Wang, & Linxue Wang. (2019). Research on Ecological Marketing Strategy of Modern Enterprises-Take MI Company as an Example. Ekoloji Dergisi, (107), 3593–3603. Retrieved from


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